Research On The Influence Of Mental Simulation On Consumer’s Online Purchase Intention Of Utilitarian And Hedonic Products

With the rapid development of the Internet, the number of Internet users in China has been increasing, online shopping has become a common choice for many consumers.Electronic commerce is the value of the development of Chinese Internet business,shopping websites have created a large number of social wealth and employment opportunities. Online shopping has already become one of the most popular concepts in the field of modern social economy. Online shopping is a new way of buying which attracts a large number of consumers because of its low cost, convenient search and a wide range of products. When we are faced with a variety of products on the Internet,because online-shopping websites do not have any traditional media advertisement,consumers will choose to view product details to understand get related information.This information will affect the consumer’s purchase intention, and help them make a purchase decision. At the same time, the theory of mental simulation has become an important topic in the field of consumer behavior in recent years, and has been widely used in advertising, promotion, and many other marketing strategies. Therefore, this paper tries to explore the influence on mental simulation of consumers online purchase,the research finally put forward effective marketing strategies and suggestions.According to a large number of relevant literature and theory, this paper expands the existing theory of mental simulation, put forward self simulation and other simulation. Based on the literature review, this study constructed a research model of process simulation, outcome simulation, self simulation, other simulation, hedonic products, functional products and purchase intention, at the same time, this paper uses the theoretical model of mental simulation to study how consumers choose functional product and hedonic products online. In this paper, there are three experiments, each experiment has 160 subjects, we choose functional products and hedonic products as the research object from Taobao, the subjects were asked to browse simulated online shopping advertising and make the purchase decision.This paper uses SPSS software analysis of variance in SPSS software to verify the6 hypotheses of this paper. The results of data analysis shows that the processsimulation has a positive role in promoting consumer online purchasing hedonic products, outcome simulation has a positive role in promoting consumer online purchasing functional products, self simulation has a positive role in promoting consumer online purchasing hedonic products, other simulation has a positive role in promoting consumer online purchasing functional products. The results of this study can directly help e-commerce platform to understand consumer psychology to improve their marketing strategies. Finally, this study put forward corresponding advertisement publicity and marketing advice for e-commerce websites.